Relevance Over Hard Sell is more than a phrase. It’s a strategy that redefines how companies build trust with buyers.

In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Mark Laufer, CEO of Laufer Group International, to discuss what it really takes to win in today’s complex B2B environment. Mark brings a powerful lens from the logistics and freight forwarding industry but his insights on sales, leadership, and client experience resonate across sectors.

Through this candid conversation, Mark and Charles unpack the mindset shifts required for companies and salespeople to move beyond pushing products and start aligning deeply with buyer needs. From creating a team culture of trust and learning to empowering salespeople with empathy and relevance, Mark shares how he’s reshaped his company to be more consultative, less transactional and far more effective.

• Why hard sell tactics damage trust and what to do instead
• How relevance improves the buyer experience in B2B sales
• The connection between internal leadership and client-facing success
• The process of building a high-impact sales playbook with Criteria for Success
• Why slowing down sales conversations can actually accelerate outcomes
• The role of learning and intention in sustainable leadership

• Vistage
• Tribal Leadership

Visit Mark’s company website here: Laufer Group International

Listen & Subscribe to Enabling B2B Buying with Charles Bernard
There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

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